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The Luxury/Digital Paradox: Taking Luxury Brands Digital

Event Interactive 2011
Format Dual
Organizer Phillip Jackson – Publicis New York
Description Luxury, by definition, is built on exclusivity. The web is inherently democratic. In the past, this contradiction caused luxury brands to be hesitant about moving online – but in the face of the internet’s ever-increasing ubiquity and print advertising’s decreased returns, more and more luxury brands are making the transition to on-line advertising and e-commerce. While many luxury brands have accepted that a digital presence is essential, they are still figuring out how to maintain the cache, allure, and exclusivity that underpins their brand perceptions while simultaneously balancing the “democratic” rules of the digital landscape. This presentation will show how luxury brands can participate in the digital-sphere through case studies of luxury brands that have effectively communicated their 'brand story' online by leveraging the following territories: 1. Communicate the dream of the luxury brand 2. Digital as a piece of the larger puzzle 3. Tell a great story 4. Be a cultural tastemaker 5. Provide a trusted guide to lifestyle enhancement 6. Use history as a way to push forward 7. Encourage the spirit of competition 8. Talk to younger luxury consumers 9. Offer incomparable service 10. Use digital to convey exclusivity By using these strategies, luxury brands will gain just as much, if not more, from embracing digital than any other category.
Questions
Answered
  1. What are the most common challenges/constructs that prevent luxury brands from communicating effectively in the on-line space?
  2. What are the benefits of luxury brands, which are inherently exclusive, delving into the digital space, which is inherently democratic?
  3. How do luxury brands leverage the democratic nature of the digital landscape without compromising their luxury brand’s existing cache?
  4. What are some brands that have bolstered their overall image through the use of digital?
  5. What are the 10 pillars that are most important to keep in mind when establishing a luxury brand’s presence on-line?
Level Beginner
Category Branding / Marketing / Publicity
Tags digital, Luxury, Paradox
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